Toward a history of sport branding

Toward a history of sport branding Purpose – The purpose of this paper is to review and explore topics that might constitute a history of branding in sport and might also contribute to understanding today's sport branding practices. Design/methodology/approach – The paper employs both secondary and primary sources on a range of sports across centuries of time and space. The paper also employs Mayer's principles of multi‐media learning. Findings – The paper finds that sport brands have a long history driven by entrepreneurs and organizations through rule‐making, equipment, distinct names, and employment of new technologies. Originality/value – The paper identifies a series of topics that merit closer scrutiny by historians whose research might inform contemporary scholars and practitioners of sport marketing. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Historical Research in Marketing Emerald Publishing

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Publisher
Emerald Publishing
Copyright
Copyright © 2012 Emerald Group Publishing Limited. All rights reserved.
ISSN
1755-750X
D.O.I.
10.1108/17557501211281824
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to review and explore topics that might constitute a history of branding in sport and might also contribute to understanding today's sport branding practices. Design/methodology/approach – The paper employs both secondary and primary sources on a range of sports across centuries of time and space. The paper also employs Mayer's principles of multi‐media learning. Findings – The paper finds that sport brands have a long history driven by entrepreneurs and organizations through rule‐making, equipment, distinct names, and employment of new technologies. Originality/value – The paper identifies a series of topics that merit closer scrutiny by historians whose research might inform contemporary scholars and practitioners of sport marketing.

Journal

Journal of Historical Research in MarketingEmerald Publishing

Published: Nov 2, 2012

Keywords: Branding; Sports; Technology; Visuality; Entrepreneurs; Multi‐media learning; Marketing history; Brands

References

  • Arena and pall mall: sport in the early modern period
    Behringer, W.
  • Imagined communities in the global game: soccer and the development of Dutch national identity
    Lechner, F.J.
  • Compensatory sports heroes: Ruth, Grange, Dempsey
    Rader, B.
  • The history and historiography of sport in Germany: social, cultural and political perspectives
    Schiller, K.; Young, C.

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